NEW YORK — As part of an initiative to take N.Y.C. New York Color to the next level, the Coty Inc.-owned budget brand has tapped celebrity makeup artist Mathew Nigara.
The signing of Nigara helps reinforce a commitment to building N.Y.C. New York Color, said buyers who had originally wondered what the parent company’s plans were for the brand. Coty, which also owns Rimmel London cosmetics, purchased N.Y.C., along with the entire Del Cosmetics division, acquiring DLI Holding Corp., in late 2007.
Although makeup artists have been aligned with mass brands before — in fact, Coty’s has Sally Hansen Natural Beauty Inspired by Carmindy is fronted by the “What Not to Wear” makeup artist, and Target recently added three makeup artists’ lines — this is believed to be a first in the value end of the business.
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“We thought it was the appropriate time to have a voice behind the brand,” said Laura Weinstein, senior vice president of N.Y.C. New York Color. “We feel that a makeup artist lends great credibility. He will show that you can achieve the same look as a prestige line with a quality, budget brand.”
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Nigara, a makeup artist for 17 years, has served as key artist for the fashion shows of Diane Von Furstenberg, J. Lindeberg, Monique Lhuillier and Cloak. He has created looks for models such as Eva Herzigova, Mini Anden, Alek Wek and Shalom Harlow, and celebrities including Kate Winslet, Marisa Tomei, Jessica Simpson, Hayden Panettiere, Sarah Michelle Gellar and Stacy London.
Although final plans are evolving, the goal is to have Nigara offer tips on how to achieve looks on the brand’s Web site, while also serving up his expertise for in-store demonstrations, editorials, commercials and other high-profile events.
“I already started using all of the products,” Nigara told WWD. “I used the new eye shadow palette with primer and cream highlighter for a commercial. The eye shadow lasted through a 13-hour shoot day and very tight beauty close-ups.”
Nigara will be meeting with beauty editors to talk about spring 2010 new items. His image and tips will be featured in future displays, online and in-store materials, the company said. For example, a new product set for launch next year will have his tips on where to put primer and eye color to achieve the desired look.
“I’m really looking forward to translating runway makeup trends into affordable, wearable, everyday looks. Working with N.Y.C. New York Color is the perfect way for me to share my passion with a much wider audience,” Nigara explained.
For N.Y.C., Nigara is expected to provide an edge in the brutally competitive mass color cosmetics business, which has intensified into a race for space as buyers are forced to eliminate slow movers and nonproductive lines. Weinstein believes the time is right to intensify efforts to court the consumers who might be trading out of department stores or more expensive mass brands. “We think when they see you can get good quality for less money, they won’t move back,” she said. Prices don’t exceed $4.99, and the line has long had a marketing campaign to dare women to compare its products to well-known premium brands.
One former chain drugstore buyer, who did not want to be named, said, “These moves show that N.Y.C. is up for the fight to maintain its spot in the stores. Many chains are testing one value brand, such as N.Y.C., in some of its stores and Wet ‘n’ Wild in others. It will be interesting to watch this race over the next year. And who knows — the more pricey brands might not make the cut and more budget lines will grow.”
For the 12-week period ended Aug. 18, N.Y.C. sales gained 4.1 percent, according to Information Resources Inc. data (which excludes Wal-Mart). Brand growth outpaced the category, which gained 1.6 percent.
To keep up with what executives hope is a new breed of consumers and to freshen the look, Weinstein said there will be packaging upgrades in the next year. “We want packaging that is upscale and women are proud to take it out of their bag,” she added.
A major focus will be on making sure packaging and sale materials communicate to shoppers how easy it is to achieve fashionable beauty looks. One new item set for 2010 will be individualized custom key kits developed. “Others have done this, but we feel that working with makeup artists we have really come out with a product that is right on,” Weinstein added.
International growth is also on tap for N.Y.C. New York Color for the future. Although in limited distribution abroad, the firm feels the timing is right to bring the value, but fashionable, line to new countries.